“ We ’ re facing one of the biggest challenges we ’ ve ever had .” – AEG Presents European Festivals CEO Jim King
levels of collaboration within the live events industry , not only in its lobbying of Government but also the sharing of knowledge and skills to get Covid-safe events off the ground .
“ It ’ s one of the most competitive industries that exists , and I don ’ t think that ’ s ever going to change , but in terms of collaborative working and a collaborative outlook that ’ s changed substantially ,” says King .
Among the ways in which the promoter has seen the industry work more harmoniously is the approach to artist exclusives and supply chain engagement : “ Chasing after crazy exclusivities from artists has been part of the industry forever but we are certainly seeing more collaboration , be it indirectly , just by not enforcing unnecessary measures on the talent terms side . On the supply chain side , we ’ re also seeing less aggressive posturing from parts of the industry .”
With some festival operators struggling with soaring costs and major supply chain challenges to keep their events afloat , there have been calls for artists to reconsider their fees and help support a sector that is a major provider of their profits .
Giddings , whose company represents acts including Iggy Pop , Little Mix , Blondie and Genesis , is not convinced acts will be willing to slash their rates , not least following a twoyear pandemic period during which they were almost entirely prevented from performing .
“ It ’ s all down to what an artist is capable of getting , and what they ’ re worth ,” he says . “ The one decision a promoter has to make is whether they want to do it or not .”
Customer first Galletti says the spirit of collaboration remains alive and well among production personnel . She regularly phones competitors to get their advice and shares documents with them . She believes the next logical step is to create greater transparency with consumers about the challenges the festival industry faces : “ People often see them as huge money-making machines , but the small independent promoters we work with are genuinely concerned first and foremost with audience satisfaction and experience .”
Formula E electric car racing returned to the streets of the city ’ s Royal Docks , and ExCeL London exhibition centre with the SABIC London E-Prix in July . With 40,000 spectators and 3,000 hospitality guests attending across the race weekend , the event ’ s organisers created the Allianz E-Village fan interactive zone , and a pre-race entertainment show , to help enhance the experience for attendees .
Formula E event delivery director Roger Hooker says that value for money and focus on customer experience is paramount : “ Hosting fans , and guests of the Formula E ecosystem in significant numbers with so much care , attention and effort placed on how to positively engage them back at our races was a huge focus . We moved autograph sessions into the pit lane to bring the fans closer to the drivers and their garages , and entertainment post the podium celebrations was bigger and bolder .”
King says that while careful management of the supply and artist costs will be essential to ensure viability , equally important will be the focus on creating experiences that offer value for money : “ The fan coming away from any of our events has to feel they had a great time and they want to come back . If we don ’ t achieve that we failed . Getting them through the door is not what this is about . It ’ s getting them back through the door .
Shilling adds that while lobbying Government , taking a more united approach to supply chain issues , and focusing on customer experience is vitally important , the industry is nothing without its workers and the year ahead is likely to put enormous strain on them .
“ Working in this industry we need to remember to be kind to each other as individuals , we ’ re all just trying to do our best but sometimes that ’ s not enough ,” she says . “ Anxiety levels are going to go through the roof for some as their circumstances change in this crisis . We must also continue to invest our energies on the bigger issues which are always there in the background – sustainability and inclusivity .”
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